最後，本研究發現《人間福報》與《慈濟月刊》的定位策略操作與宗教新聞的報導呈現有明顯的相關性，呈現如Smith和Sosin所談，具有臍帶般的「連結」（coupling）關係。
Media has become a new form of communication for religion organizations since the lifting of martial law in Taiwan. Thanks to the identity of both media and religion organizations are overlapping, which makes the line between media and religion no more clear, hence, the self-positioning of religion organization is more different than past. To utilize media in practicing religion relief has always been the goal of religion media, yet with the developing of technologies, the relationship between religion organization and media is more complicated, for this reason, to make an effective self-positioning to keep sustainable operation is now a big issue for Buddhism media in Taiwan.
This research attempts to explore the positioning strategy and the content of religious news to be presenting by Buddhism media based on the Kotler’s theory of positioning strategy, by comparing with two newspapers in Taiwan, the Merit Times and Tzu chi monthly. This research answers the following questions with content analysis and textual analysis: What’s the positioning strategy of Buddhism media? What is the content of religious news? What is the association between the positioning strategy and religious news of Buddhism media?
Finally, the research found that Merit Times and Tzu chi monthly in operating positioning strategy and presenting religious news are very different. In the positioning strategy, Merit Times focused on ‘art’ and ‘humanism’ tendencies and Tzu chi monthly pay close attention on the symbol which is connecting with the ‘catastrophe-helping’. And in the way of presenting religious news, Merit Times stressed ‘art’ and Tzu chi monthly emphasized the ‘social care’ tendencies.
For the operation in positioning strategy and presenting religious news of both Merit Times and Tzu chi monthly are finally proved to be highly interrelated.
